Vendor Briefings at Aragon Research
A vendor briefing is a meeting between a technology vendor and an Aragon Research analyst who covers the vendor and the market they participate in. Briefings connect analysts and technology vendors to enable analysts to understand and assess key elements of particular vendors. Aragon Research analysts have discretion regarding the vendor briefings deemed interesting and essential, and thus have decision rights regarding scheduling of any briefings.
The intent of the vendor briefing is to facilitate communication of vendor strategy and capabilities to analysts with interest in their product or market. The briefing will predominantly be a communication from the vendor to the analyst. Analysts will typically ask questions and probe for depth of understanding, but analyst review, feedback or other analysis is generally not part of a briefing.
Vendor Briefings Process
Vendor briefings are typically 45 minutes to an hour of presentation. The preferred methods for briefings are web meetings and telephone. Most briefing requests will be processed and accepted or declined within 5 business days. Accepted briefings will typically be scheduled within 2-4 weeks of the submission. We will attempt to schedule briefings based on requested timelines, but analyst availability will at times limit flexibility. Please send copies of slides or demos that will be used for our reference.
Briefing Best Practices:
Open and concise communication of the vendor strategy is the best approach. Attention to the major points of business and product strategy are is important. An outline of a good vendor briefing:
- Start with overview of who you are
- Summarize the focus of the company, highlighting the particular market
- Concisely review what the company does, and why this is an important area
- Overview products and services offered
- Review why customers buy, highlighting use cases
- Accentuate competitive differentiators